• by Tanya Gazdik , December 3, 2018

Hyundai Motor America will continue its long-standing tradition of appearing in the Super Bowl.

The automaker is creating a 60-second spot to run in the first quarter of Super Bowl LIII on Feb. 3. Hyundai has advertised in 11 out of the past 12 Super Bowls.

Hyundai, the official car and SUV of the NFL, will also a run a 30-second pre-game commercial and will have Super Bowl experiential marketing activations in Atlanta. Both spots are under development by its agency of record, Innocean Worldwide.

Hyundai also has relationships with six NFL teams: Arizona Cardinals, Houston Texans, Los Angeles Rams, Miami Dolphins, Minnesota Vikings and Pittsburgh Steelers.

According to Ace Metrix, Hyundai has ranked in the top 10 of Super Bowl commercials the last seven times it advertised during the game. 

Last year, Hyundai featured its nonprofit organization, Hyundai Hope On Wheels, in “Hope Detector.” In the emotional spot, Hyundai owners were identified by metal detectors set to detect the hope they've provided by donating to pediatric cancer research through the purchase of every Hyundai vehicle during the past 20 years. The owners were surprised by real-life pediatric cancer survivors who thanked them for their contributions. 

The spot resulted in more than 26.7 million views across various platforms and finished as the No. 2 ranked automotive brand commercial on the USA Today Ad Meter. Hyundai also ran a pre-game spot, “Ref to the Rescue,” featuring its subcompact SUV, Kona.

In 2017, Hyundai’s “Operation Better,” a 90-second documentary that ran at the conclusion of the first overtime game in Super Bowl history, was an emotional tribute to the U.S. military. Hyundai shot and produced the piece during the game and captured a surprise moment when overseas troops watching the game in custom-built, 360-degree immersive pods were reunited with their families who were at the stadium. It was viewed more than 74 million times across various channels.

Hyundai became the first automaker in 2016 to win the USA Today Ad Meter, when its spot “First Date” beat more than 60 other Super Bowl 50 commercials. Hyundai’s performance that year also included fifth- and sixth-place finishes for “Ryanville” and “The Chase,” respectively, giving Hyundai the top three automotive ads and making it the only advertiser to have three spots place in the top 10.